Advertisement Analysis

An Analysis about Mixue Ice Cream & Tea

Written by Devita Ramadhini

(L100214204)

Class X

A. Advertisement Review

Image 1.1 Image 1.2

The picture above is a screenshot of the Mixue Ice Cream and Tea ad on Youtube.
([Link]

Mixue Ice Cream and Tea advertisements have become the subject of discussion by
social media users in Indonesia in recent times because the development of outlets from
the company is quite massive. Through the advertisement, Mixue Ice Cream and Tea
presents a pure white snowman image as their signature icon. In the advertisement, the
snowman icon is not alone but comes with several types of snowmen (based on the
accessories worn) such as a figure with a crown and an ice cream-shaped stick, an
employee figure, and a figure wearing headphones. The setting where the icons are present
is also filled with the presence of cone-shaped ice cream and fresh fruits such as oranges,
strawberries, and blueberries. The ad is also accompanied by a jingle that has a repetition
of the lyrics as well as a tone that is pleasant to hear. With an advertisement duration of no
more than twenty-five seconds, Mixue Ice Cream and Tea managed to leave the
advertisement in the memory of consumers.

Mixue Ice Cream and Tea is an international franchise company that provides tea
drinks and fresh ice creams such as bubble tea, fruit tea, milkshakes, and ice cream
products. The company was first founded by Zhang Hongchao in 1997 and until now the
company is self-operated by MIxue Bingcheng Co., Ltd. A complete industrial chain was
formed to protect and accelerate the development of Mixue Ice Cream and Tea, now
producing more than 20,000 outlets spread internationally, including Indonesia. This is
what makes Mixue Ice Cream and Tea products themselves start to mushroom in recent
times, both offline and online through posting creative content on various platforms.

B. Analysis
The theory that will be applied in this analysis is the Elaboration Likelihood Model
theory. This theory explains the different ways people evaluate the information received.
There are two routes in processing information that is used based on the ability and
motivation to process information, namely, the central route and the peripheral route.
People become active and critical when processing information through a central route.
While peripheral routes are used to process information. When people have low
motivation, people tend to use peripheral pathways to process information. Motivation,
among others, consists of engagement, diversity of arguments, and individual
predispositions related to critical thinking (Little John & Foss, 2008:109).

Based on the above theory, the results of the analysis show that the Mixue Ice Cream
and Tea advertisement uses the peripheral route in full compared to the central route. This
can be inferred through the image from the screenshot of Mixue's advertisement on
YouTube below.

Image 1.3Image 1.4

In the picture above, Mixue's Ice Cream and Tea ad feature a snowman figure who
defines that the ice cream they sell has a texture as smooth as snow. The placement of
brightly colored fruits in the background is a depiction that Mixue Ice Cream and Tea sells
a variety of drinks and ice cream with fresh fruits. The placement of milk and tea leaves in
some moments defines that the product comes from the original production material.

In this ad, there is also another supporting peripheral path factor, namely a jingle that
has a repetition of lyrics so that it is easy for customers to memorize. The lyrics present in
the jingle also have an important meaning in the promotion of Mixue Ice Cream and Tea
products. Snippets of lyrics can be seen in figure 1.3 and figure 1.4. The two pieces of
lyrics are the same for the entire jingle, spoken repeatedly with differences in tone in some
parts.

All of these ads only present the animations mentioned in the explanation above. The
absence of data or the presence of a figure who has credibility in their field concludes that
the Mixue Ice Cream and Tea advertisement analyzed is an advertisement that uses the
peripheral path in full.

C. Conclusion (The Effect)

There are two kinds of effects that are caused to consumers after seeing advertising
impressions, namely cognitive (perceptual) and behavioral (Attitudinal). Cognitive effects
are the consequences that arise in the communicant self that are informative in nature for
him. Cognitive effects discuss how mass media can assist audiences in learning useful
information and developing cognitive skills. Through mass media, a person can obtain
information about objects, people, or places that have never been visited in person.
(Karlinah, 1999).

In this analysis, some of the cognitive effects that can arise after consumers see an
advertisement are a cognitive development in defining forms, knowledge of foreign
languages through jingles, as well as the use of colors in advertising. The cognitive
development of defining shapes can be seen through the meaning of the Mixue Ice Cream
and Tea logo, namely the Snow King or snowman who is the main character. The
differences in pronunciation of Indonesian with foreign languages are so different,
including the pronunciation of Mixue's writing that is read " Mi-su-e" based on the source.
The last cognitive effect present is the use of color in advertisements that carry a bright
concept that conveys a fresh impression of their product.

The second effect is the behavioral (attitudinal) effect. Behavioral effects are
consequences that arise in the audience in the form of behaviors, actions, or activities. In
other words, the attitudinal effect can be said to be an impression by the audience of the
advertisement he sees. In this behavioral effect, the audience may have a witty impression
of the names that arise from the phenomenon related to the Mixue Ice Cream and Tea
product. For example 'My heart is empty again, and I open a branch here.' Who attended
through a netizen's tweet on Twitter. Or other examples such as the nickname 'The Angel
looking for empty shophouses' which is even present as the headline of one of Indonesia's
online news portals.

D. Bibliography

Oswaldo, I. G. (2022, December 26). Profil Mixue, Toko Es Krim yang Setiap Tikungan
Ada. Detikfinance. Retrieved December 29, 2022, from
[Link]
yang-setiap-tikungan-ada

Norhabiba, F. N. (2018, March). UMSIDA (OLD OJS) New list on [Link].

UMSIDA (OLD OJS) New List on [Link]. Retrieved December 29, 2022,
from [Link]
Wijayanti, R. I. (2022, December 29). Kenapa Mixue Bisa Viral? Ternyata Ini Alasannya.
Millenomic. Retrieved December 29, 2022, from
[Link]
alasannya

Media, K. C. (2022, December 27). Ramai soal Mixue, Bagaimana Cara Mengejanya?
Halaman all - [Link]. [Link]. Retrieved December 29, 2022, from
[Link]
bagaimana-cara-mengejanya-

Oswaldo, I. G. (n.d.). Profil dan Jabatan Snow King, Ikon Mixue yang “Suka Cari” Ruko
Kosong. Detikfinance. Retrieved December 29, 2022, from
[Link]
king-ikon-mixue-yang-suka-cari-ruko-kosong

Indonesia, t. a. c. (n.d.). Netizen Lempar Meme Kocak Mixue: Meleng Dikit Hati Kosong
pun Diisi. Teknologi. Retrieved December 29, 2022, from
[Link]
lempar-meme-kocak-mixue-meleng-dikit-hati-kosong-pun-diisi